Research on the Chinese 00 Generation’s Adjustment of Fashion Involvement to Shopping App Satisfaction and Loyalty

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Tian Hewei, Lee Youngsook

Abstract

Among the recent studies on the satisfaction and loyalty of customers on using shopping apps, only a few were conducted on the actual fashion shopping apps and whether their characteristics have an impact on satisfaction and loyalty of customers. Therefore, this paper explores the influence of the characteristics of fashion shopping apps on the satisfaction and loyalty of the 00 generation groups in first- and second-tier cities in China. The first- and second-tier cities in China are their most economically developed cities, thus, their consumption status can more accurately reflect the country’s consumption trends. The 00 generation is the main force of consumption in China today and in the next 20 years. As a research method, a total of 342 valid responses, collected from February 10 to 18, 2020, were used for data analysis. Using SPSS data analysis and AMOS verification, the study concluded that, first, the characteristics of the fashion shopping app have a positive impact on satisfaction and loyalty, and, second, fashion involvement can be adjusted based on the research model.

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